The reactions to the video were not bad. The rainbow marketing video was pick up by right-wingers and it quickly escalat into a ‘message of the day’ that last for weeks. Attention everywhere, but a lot of smear campaigning and announcements of a boycott. Now, in practice, the latter often has a positive effect, but in this case it went wrong. Sales dropp, ABInBev lost 4 billion in stock market value, the brand took a dent and Bud itself respond so lukewarmly and cowardly that even the left wing of society, eh, ignor them.
In my article The 4 Billion Woman
I describ what happen. In short: Bud afghanistan email list 168973 contact leads regularly sends personaliz cans of beer to influencers, which the influencers then show on their socials. Trans woman Dylan Mulvaney was one of them. She has 10 million followers on TikTok and 2 million on Instagram: the posts about her transition were view more than 1 billion times. So: a nice reach in a niche market.
In her video, Mulvaney us the beer to celebrate both March Madness and her first year as a woman. And that was the start of a scandal.
Get woke, get broke?
It is a now almost worn-out slogan with customer experience which the conservatives in society want to object to modernities such as freom, equality and brotherhood. And of course to everything that has to do with the rainbow. I wrote about Get Woke Go Broke earlier for Frankwatching, with the conclusion that social awareness among marketers and brands is growing stronger. The social mia trolls may sputter – usually in vain – but it still hurts. And in the case of Bud much more than that.
The Mulvaney video caught the anhui mobile phone number list attention of rapper Kid Rock (who proce to shoot cans of Bud with a machine gun), Republican career hater Marjorie Taylor Greene (who vow to drink only Coors beer, a brand that has been an ally of LGBTQ+ since 1978), a dumbass in Kansas (who made a mess of a supermarket with trays of “Busch Light” – oops, wrong brand), and finally Fox News (and you know what I mean). The spiral was culminat in a response from the White House.
Of course, this could not remain without consequences. Where AB InBev dealt with the incident very dully by stammering, half-heart apologies and sending a few managers on ‘leave’, the stock market react with a panic reaction. Some four billion in value went up in smoke. That is quite a lot for an ‘external’ video of 48 seconds.
